Predicting intentions to purchase organic food: The role of affective and moral attitudes in the theory of planned behaviour

Anne Arvola (Corresponding Author), M. Vassallo, M. Dean, Piritta Lampila, A. Saba, Liisa Lähteenmäki, R. Shepherd

    Research output: Contribution to journalArticleScientificpeer-review

    371 Citations (Scopus)

    Abstract

    This study examined the usefulness of integrating measures of affective and moral attitudes into the Theory of Planned Behaviour (TPB)-model in predicting purchase intentions of organic foods. Moral attitude was operationalised as positive self-rewarding feelings of doing the right thing. Questionnaire data were gathered in three countries: Italy (N=202), Finland (N=270) and UK (N=200) in March 2004. Questions focussed on intentions to purchase organic apples and organic ready-to-cook pizza instead of their conventional alternatives. Data were analysed using Structural Equation Modelling by simultaneous multi-group analysis of the three countries.

    Along with attitudes, moral attitude and subjective norms explained considerable shares of variances in intentions. The relative influences of these variables varied between the countries, such that in the UK and Italy moral attitude rather than subjective norms had stronger explanatory power. In Finland it was other way around. Inclusion of moral attitude improved the model fit and predictive ability of the model, although only marginally in Finland. Thus the results partially support the usefulness of incorporating moral measures as well as affective items for attitude into the framework of TPB.
    Original languageEnglish
    Pages (from-to)443-454
    JournalAppetite
    Volume50
    Issue number2-3
    DOIs
    Publication statusPublished - 2008
    MoE publication typeA1 Journal article-refereed

    Keywords

    • organic food
    • consumer attitudes
    • Theory of Planned Behaviour
    • moral norms

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